Abstract
The birth of the slogan dates back to the start of history itself. Today, the slogan remains visible in virtually every segment of society, attesting to its unique staying power. As much as the slogan has been able to influence people throughout the ages, however, very little research has been conducted on the topic. Of the substantive material that does exist, most focuses on slogans used by advertisers, with a few minor exceptions found in the political slogan area (e.g., Sherif, 1937), The purpose of this paper is to trace the empirical work which has been conducted in the area of advertising slogan effectiveness.
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© 2015 Academy of Marketing Science
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Beltramini, R.F., McDonald, J.P. (2015). Slogans: An Historical Perspective on their Effects. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_135
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DOI: https://doi.org/10.1007/978-3-319-16946-0_135
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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